october/2012 1 · october/2012 © 2012 dig dig inc. all rights reserved. 3 section 01: hispanics...

hispanics: the earliest adopters

october/2012

a syndicated exploration and white paper by your friends at

© 2012 dig dig inc. all rights reserved.

1

october/2012

© 2012 dig dig inc.. all rights reserved.

2

01 technology allows the ever growing hispanic market to simultaneously embrace contemporary american culture while maintaining or rekindling links to their traditional culture.

02 hispanics are at the forefront of social media because it enables them to connect and share information with others – despite geographical, generational and lingual hurdles – more efficiently than ever before.

03 while hispanics trend towards fiscal conservatism, they also want purchase goods that meet their aspirational standards. technologies such as mobile and online shopping helps them attain that goal.

hispanics are adopting new technologies at a faster rate than other groups because...

october/2012


3

section 01:hispanics are adopting new technologies at a faster rate than other groups because they allow them to simultaneously embrace contemporary american culture while maintaining or rekindling links to their traditional culture

october/2012


5

01: summary of implications — integrating

it’s not a melting pot, it’s a mixing bowlmost hispanics identify themselves first with their country and culture of origin, adding more typically ‘american‘ facets to their identities as they encounter or develop them. custom entertainmenthispanics have no misgivings about crossing cultural lines to get the best entertainment. increasingly they cherry-pick the best from each genre, whether hispanic, general market, or a mixture of both.

no digital divide heremobile tools help hispanics navigate unfamiliar situations, helping to make them more functional on a daily basis.

october/2012


6

01: it’s not a melting pot, it’s a mixing bowl

most hispanics identify themselves first with their country and culture of origin, adding more typically ‘american‘ facets to their identities as they encounter or develop them.

how does it come to life?

by putting their best feet forwardlatinos express themselves through image. whether it is personal appearance, homes or technology, they work hard to be neat and well cared for, and feature a little extra polish – even a pop of color! – when possible. as one of our respondents put it, ‘we like shiny things’.

by complementing their strengthshispanics are drawn to products and services that reinforce who they are and the things that are important to them. brands that earn trust and loyalty from this community do so through direct engagement of their values and emotional triggers.

by consuming products that remind them of homehispanics continue to purchase products they used at home once they arrive in the u.s. the familiarity makes them feel comfortable in their new environment and helps to announce and reinforce their cultural identity.

october/2012


7

01: it’s not a melting pot, it’s a mixing bowl

most hispanics identify themselves with their country and culture of origin, while adding more typically ‘american‘ facets to their identities as they encounter or develop them.

categories where this plays a role:

personal careit’s important to look good and well cared for, but for hispanics cleanliness also has a scent. hispanics often choose products (from laundry detergent to shampoo and lotion) for scents that signal cleanliness, both to their families and to their community.

cosmeticscosmetic companies recognized long ago that latinas were especially valuable consumers, so they are well ahead in their development of specialized products and marketing. sephora has teamed up with latina tv personalities to develop a new line of cosmetics for their skin tones, while clinique’s “even better” line targets a similar (darker) complexion. similarly, l’oreal has retained loyalty among hispanic consumers because of marketing strategies that keep them in mind.

auto industryhispanics like mid-size cars, and try to get as many bells and whistles as possible for their money. accordingly, hispanics turn most often to toyota, which has reciprocated via increased communication in bilingual and spanish-language media.

the homekeeping a clean home is a point of pride for many hispanics. they prefer long-lasting, strong products, often remaining loyal to the brands used by their mothers and grandmothers. 'mom's standard of clean' smells like clorox and pine-sol, so they’re reluctant to switch to more convenient or environmentally-friendly cleaners with less familiar scents.

october/2012


8

01: pan-american entertainment

older hispanics depend on spanish-language programming, but the younger generation has no misgivings about crossing cultural lines to get the best entertainment. they pick the best from each genre, whether hispanic, general market, or a mixture of both.


by looking for people they can identify with in mediahispanics would love to see more authentic images of themselves in the media. until then, they seek (and happily watch) shows and story lines that are more in tune with their values and/or lifestyles.

by looking for family-friendly entertainmentas in other parts of their lives, latinos like to enjoy their entertainment – whether sports, news, or dramatic programming – as a family. this tends to shape the kinds of shows or movies they’ll watch, as well as the times and places they watch them.

by looking for modern entertainment that speaks to them the younger generation of latinos sees themselves as hispanics in america, a separate and attitudinally distinct group from hispanics across central and south america. it’s a more evolved, culturally-aware attitude they are looking for but don’t see everywhere.

october/2012


9

hispanics have no misgivings about crossing cultural lines to get the best entertainment. increasingly they cherry-pick the best from each genre, whether hispanic, general market, or a mixture of both.


television and moviesauthenticity is a requirement when creating hispanic characters. ‘hispanic-targeted’ shows, such as “rob” (cbs) and “devious maids” (abc) often rely on dated superficial stereotypes, choosing to illustrate how the general market sees hispanics rather than how hispanics see themselves.

fashionhispanic fashion sense is distinct from general market, a fact that is underscored by the number of latina style icons with lines at latin-friendly stores in the u.s.: jennifer lopez & daisy fuentes for kohl’s, sofia vergara for kmart, nina garcia for jcpenney, etc. however, hispanics insist on getting the most for their money and won’t pay top dollar for clothes or trends that aren’t (in their estimation) going to last.

entertainment marketinghispanics in the u.s. have been very responsive to marketing that truly speaks to them. dreamworks followed an aggressive marketing strategy toward u.s. hispanics for “puss in boots”, a family movie featuring hispanic characters, which resulted in hispanic audiences accounting for 35% of the opening weekend returns.

01: pan-american entertainment

october/2012


10

01: no digital divide here

mobile phones and apps give hispanics easy and affordable access to a wide range of tools they need to be more functional on a daily basis, and more competitive in the world at large.


by purchasing carefullyhispanics are big believers in the idea that buying the best one can afford will prevent problems down the road. where technology is concerned, they are happy to pay more to ensure they won’t have to worry about repairs.

by making pragmatic choicesmany hispanic households haven’t been able to invest in older technology (desktop computers, cable, dsl, etc.). the opportunity to gain the same functionality at a far lower price point via mobile technology is a far easier, cheaper option.

by prioritizing technologytechnology is often seen as an important conduit to self-improvement and achievement. while they may not have the funding to make bigger purchases, purchasing a smartphone or a tablet is an accessible goal.

by becoming resourcefulchallenges are easier to overcome and opportunities easier to find with the use of mobile apps, which provide access to translation tools, educational information, shopping tools, and government and business tools.

october/2012


11

01: no digital divide here

mobile phones and apps give hispanics easy and affordable access to a wide range of tools they need to be more functional on a daily basis, and more competitive in the world at large.


personal technology

hispanics identify strongly with brands, so when they decide to buy a smartphone or tablet, they go for the best they can afford. owning a top brand tells people of their aspirations; they literally see it as a badge, displaying their values for the world to be.

telecommunications / cheap chat

along with social media, hispanics have discovered they can stay connected to family and friends with phone apps such as rebtel that allow them super-cheap calls back home to mexico, columbia, etc.

mobile entertainment

hispanics who choose mobile service over landline are also the most curious about the other features of their phones; they also log on more frequently to social media sites, youtube, and music sites.

october/2012


12

section 02hispanics are at the forefront of social media because it enables them to strengthen emotional connections with friends and family and share information more efficiently than ever before


14

beyond the phone cardhispanics flock to social media because it offers an economical and efficient way to maintain their connections with faraway friends and family.

catalyst for virtual barriohispanics create and sustain their own virtual communities – bridging generations, geography, and culture – by passing on information and sharing their lives, and receiving the same in return.

social media sustains culturebeing in constant communication with their friends and loved ones through social media both perpetuates and strengthens latinos’ sense of group identity on a daily basis.

02: summary of implications — communicating

october/2012


15

02: beyond the phone card

hispanics flock to social media because it offers an economical and efficient way to maintain their connections with faraway friends and family.


by re-establishing networkshispanics like to maintain close connections with their family and friends, but proximity, cost, and language differences made regular communication difficult in the pre-social-media world. a tweet, text, or facebook post immediately eliminates these obstacles.

by using digital tools to compensate for rusty skillsthe ability to communicate simultaneously in spanish, english or a combination of both allows them to connect seamlessly with all of their ”friends” regardless of their age, location or acculturation level.

by easily expanding their points of referencehispanics use social media not only to communicate better, but also to seek out and share the things they enjoy – new movies, favorite music, videos, etc.

october/2012


16

hispanics flock to social media because it offers an economical and efficient way to maintain their connections with faraway friends and family.


telecommunications

hispanics are pragmatic consumers, but knowing that they want specialized services – like lower rates packages to talk to family back home – presents an opportunity to connect with them the next time they renew their plan.

voip

for the earlier adopters, voip services like skype and facetime will be the way to go. why phone at all when they could have a face-to-face conversation? especially across long distances (and borders) voip services offer better rates – skype even offers lower rates for smartphone-to-landline calls to abuelita.

movies and entertainment

not surprisingly, hispanics are more likely than other groups to use their cell phones in deciding what movie to see. given that they will probably post whether or not they liked it afterward, this seems like a simple yet powerful marketing combination.

02: beyond the phone card

october/2012


17

02: catalyst for the virtual barrio

hispanics create and sustain their own virtual communities – bridging generations, geography, and culture – by passing on information and sharing their lives, and receiving the same in return.


by allowing them to play an active role onlinewhile some groups tend to be more passive, hispanics enjoy engaging and being engaged online. five dollars off if they ‘like’ a store or favorite brand? no problem! hispanics just love to share; recommendations, likes, and dislikes all qualify.

by creating multi-dimensional self-portraitssocial media also allows latinos to document their lives and express themselves by posting photographs, music, video, chat, digital gifts, status updates, group affiliations, etc for the enjoyment of friends and family.

by using social media as an international hyper-local news sourcesocial media becomes a news source, keeping them up to date on the latest events, art, music, politics, and sports through their friends’s and family’s online posts, regardless of where they live. this offers an advantage over u.s. media, which often neglects to report key events in latin america.

october/2012


18

02: catalyst for the virtual barrio

hispanics create and sustain their own virtual communities – bridging generations, geography, and culture – by passing on information and sharing their lives, and receiving the same in return.


marketing / public relations

latinos are the word of mouth original influencers. not only do they love to shop, but they love to recommend their favorite things to their networks of friends and family, who in turn are happy to follow recommendations rather than have to do the research themselves.

strong consumer brands

hispanics are also devoted brand shoppers; as mentioned earlier, they prefer to buy the best when possible. in a social media context, they are more likely to post about their experiences with sought-after brands because they are eager to associate themselves with the brands they respect.

non-broadcast news

many dedicated latino news sources were already online for budgetary reasons, and techno-savvy latinos had offered no reason to shift. building on this base, the accessibility of social media has unleashed a bevy of directly relevant facebook magazines, blogs and news sites – a virtual barrio.

october/2012


19

02: social media sustains culture

being in constant communication with their friends and loved ones through social media both perpetuates and strengthens latinos’ sense of group identity on a daily basis.


by nurturing roots at homewith the aid of social media, hispanics have been able to nurture connections with friends and family back home, rather than growing apart from lack of contact, as was once the norm for people who emigrated to the u.s.

by enabling a self-reinforcing cycleboth love of communication and intrinsic joy in their connections with friends and family serve to continually reinforce hispanic culture. in the context of social media, this means that hispanics have an easily accessible and uninterrupted venue in which to strengthen their relationships and thus their cultural identity.

by perpetuating bilingual identitywith social media, latinos can continue to speak spanish even while living an ‘assimilated’ lifestyle. well after speaking spanish ceases to be necessary to communicate with non-english-speakers in their circle of friends and family, it continues to be a practical way of connecting to and reinforcing their cultural identity.

by expanding identitiesyounger latinos growing up in social media are developing stronger and more resilient bi-cultural identities. social media acts as a proving ground of sorts, a place where they can learn, try on new facets of themselves, observe the mistakes of others, and develop their own unique way of expressing themselves.

october/2012


20

02: social media sustains culture

being in constant communication with their friends and loved ones through social media both perpetuates and strengthens latinos’ sense of group identity on a daily basis.


online entertainment

u.s. hispanics from mexico and brazil have plenty online entertainment because those markets are skyrocketing. in a recent study, online mexicans and brazilians spend more than four times as much time online as they spent watching television, and online adoption rates in both countries continue to rise sharply.

bi-lingual education

keeping their biculturalism alive is more than a personal goal for many hispanics. they are also eager for their children to enjoy the benefits of a bicultural identity, and bi-lingual education, whether through websites, software, books, or through local immersion classes, will be in greater demand as this population grows.

publishing

although hispanics are often no longer actually required to speak spanish on a daily basis, many still wish to keep their language skills intact. while social media helps, many also gravitate towards bilingual titles — and they are often downloading them onto their tablets, rather than picking over the flimsy selection at the nearest bookseller.

october/2012


21

section 03

hispanics are quickly embracing mobile and online shopping technologies because they are fiscally conservative yet still want to be able to consume products and brands that meet their standards of quality

october/2012


23

03: summary of implications — purchasing

latinas shop for the adrenalineit’s not about getting more for less, it’s about getting what they want for less. hispanic women are brand loyal, but they are on the cutting edge in terms of utilizing mobile apps and online shopping tools to get more for their money.

today’s purchases illustrate who they arehispanics choose their purchases carefully, preferring premium products. if they can’t afford premium, they will at least buy brand names.

technology is for the people they want to bethey want access to the status, educational opportunity, and accomplishment they hope to achieve, and they see technology as the tool that will help them get there.

october/2012


24

03: latinas shop for the adrenaline

it’s not about getting more for less, it’s about getting what they want for less. hispanic women are brand loyal, but they are on the cutting edge in terms of utilizing mobile apps and online shopping tools to get more for their money.

how does this come to life?

by becoming creative and resourceful shoppers latinas have become so resourceful in utilizing every savings opportunity that a recent ibm report described them as “an important population to watch as early adopters of the future of shopping”. for example, 20% of hispanic consumers use their mobile phones to check prices, as compared with 13% for the general market.

by shopping strategicallyhispanics shop less frequently, and spend more per trip as a result. they are frequent participants in loyalty programs and will plan their trips in order to accumulate as many points as possible and/or take advantage of sales and discounts. incentive shopping

by finding exactly what they want, for lesslatinas love fashion, but they insist on a good price. not content with general market flash sale sites, they have been driving sales at aviesta, jous jous, and flechada, which offer deeply discounted premium brands as well as latin american brands that can be tough to find in the u.s.

october/2012


25


it’s not about getting more for less, it’s about getting what they want for less. they are brand loyal, but they are on the cutting edge in terms of utilizing mobile apps and online shopping tools to get more for their money.


brick and mortar retailabout half (53%) of latinas use their cell phones to check prices while in the store, and more – 63% – will go to another store if they find a better price. to combat this tendency, brick and mortar stores could build on the physical experience to appeal to the social side of shopping by creating a mobile experience that appeals to the whole family, or by allowing price matching.

online retaillatinas are hunters, and when they find a good deal they share it with their network, so retailers whose sites facilitate sharing and allow easy translation (or offer a spanish language version) will reap the rewards. similarly, latinas check prices online more often than general market consumers, so letting them know when the price has reached their ‘magic’ number would be a great way to connect (to to mention a great way to gather key pricing info).

travelever the deal shoppers, hispanics are increasingly purchasing airline tickets online or on their mobile devices to take advantage of optimal pricing and deals only offered through those platforms. as an example, alaska airlines is popular with them because it

was one of the first to advertise specifically to the hispanic market and in spanish.

october/2012


26


it’s not about getting more for less, it’s about getting what they want for less. they are brand loyal, but they are on the cutting edge in terms of utilizing mobile apps and online shopping tools to get more for their money.


mobile shopping technologylatinos are well ahead (16%, vs. 10% for general market) in their adoption of mobile shopping technologies like google shopper, barcode scanner, and store-specific apps. you never know when the next deal will hit ...

mobile communicationnot only are hispanics more likely to own a smart phone and to use it both when shopping and for shopping, they are also more receptive to mobile messaging. hispanics always appreciate brands that take the time to speak directly to them, whether that

means spanish language or culturally relevant communications. speaking to them via their favorite format is a win-win.

october/2012


27

03: today’s purchases illustrate who they are

hispanics choose their purchases carefully, preferring premium products. if they can’t afford premium, they will at least buy brand names.


by associating themselves with quality

as discussed earlier, hispanics like to put their best foot forward. in their minds, the quality of their goods reflects directly on the quality of people that they are.

by purchasing brands they can identify with

hispanics identify with brands that make an effort to incorporate respect for ethnicity in communications. this effect is strongest for first-generation hispanics, becoming weaker for subsequent groups.

by investing in prestige brands

despite their focus on getting the best value for their money, hispanics identify strongly with prestige brands. ironically, in studies researchers have found that brand prestige is reinforced by higher prices.

by always including the family

hispanics are very close to their families, so when they go to entertainment events or travel, the costs are significant. while bringing their families everywhere might not be economical, they wouldn’t have it any other way.

october/2012


28

03: today’s purchases illustrate who they are

hispanics choose their purchases carefully, preferring premium products. if they can’t afford premium, they will at least buy brand names.


authentically hispanic consumer productsas hispanics become acculturated, they often retain or even rekindle the desire for a more tangible connection. the “hecho en mexico” label, whether on vehicles, optics, fresh produce, or alcoholic beverages, will have increasing cache with u.s. hispanics in years to come, especially in the retro sense (think pabst blue ribbon).

online retailsites that want latino shoppers can benefit by thinking more creatively about value. as an example, latina flash sale site aviesta offers layaway plans, so that shoppers who find the designer handbag of their dreams – but don’t have the money – can make the big purchase anyway.

pre-owned merchandisewhether clothing or cars, hispanics tend to place a lot of importance on brand names. in a recent study, 43% of hispanic women said that they would rather have a pre-owned product from their preferred brand than something new from a non-preferred brand.

travel & entertainmenthispanics love their free time and family, and their vacation trends marry those two values. when they vacation they traditionally visit family abroad; however, as their incomes have grown their travel is less limited. hispanics are increasingly taking family vacations to disney world, popular sporting events like nascar, and family-friendly destinations like water parks.

october/2012


29

03: technology is for the people they want to be

they want access to the status, educational opportunity, and accomplishment they hope to achieve, and they see technology as the tool that will help them get there.


by getting the best devices possible

nowhere is the hispanic tendency to buy the best product possible more pronounced than in the realm of technological devices, because these forward-looking products are emblematic of a better future. therefore, owning the top brands is symbolic of their aspirations: they buy technology for the people they want to be.

by providing access to essential information

getting a solid footing in american society gets easier for each successive generation, but it can still be a challenge for someone who is bi-cultural. the most responsive, speedy and mobile technological tools available enable hispanics to be the best hunters and gatherers of useful information they can be — wherever they are.

by giving them an educational leg up

computer access has long been a symbol of educational attainment in this country. by obtaining access to the best quality that technology has to offer, hispanics feel that they are giving themselves and their children a better chance to succeed.

october/2012


30

03: technology is for the people they want to be

they want access to the status, educational opportunity, and accomplishment they hope to achieve, and they see technology as the tool that will help them get there.


tabletstablets are emblematic of the fast, comprehensive and portable access to information that hispanics crave. hispanics are more likely to own tablets than general market consumers, and another 40% of them say they intend to purchase one within the next year.

softwarelatinos consider communication, daily function and expression to be important priorities in life. already on the leading edge of technology, they will want to continue making progress toward the people they want to be.

health caregood health is an aspiration for hispanics, and access to mobile technology is closing the divide between understanding and access. health care providers and insurers can speak more directly to this audience by incorporating mobile communication and spanish-language messaging into their marketing mix.

community organizationhispanics are both more likely to own cell phones and more tightly networked than the general market, so when they want to organize as a community it doesn’t take long. immigration reform groups run numerous successful campaigns capitalizing on this base.

october/2012


31

supporting evidence:statistics and thoughtful quotes from our research

october/2012


32

01: hispanic technology needs go beyond functionality

tech gadget 2011 household penetration

• ipad 141

• video gaming system 103

• mp3 98

• blue-ray disc player 93

• hdtv 91

heavy video content users across screens hispanic to general market (index)

• time spent streaming 118

• online video monthly usage 168

• mobile video monthly usage 120

hispanics spend far more time with their smart phones than white non-hispanics.**

hispanic purchases of popular tech gadgets match and often exceed white non-hispanics.*

*scarborough USA+ 2011 release 2 total; base adults 18+; respondents: 151,099 white non-hispanics & 27,301 hispanics**nielson video census 2012; mobile insight survey: netview 2012, mobile bill panel, nielsen tv panel

october/2012


33

01: secondary evidence

“latinos have many different ways to describe their identity—including pan-ethnic terms like “hispanic” or “latino,” or the term “american,” or terms that refer to their family’s country of origin. their choices vary among different latino subgroups, with nativity and language usage the strongest predictors of identity preferences.” – pewhispanic.org, april 4 2012

“cultural affinity – that connection to customs, traditions, and language -- will always be important. but it’s not going to be the sole identifier of young latinos going forward. they will always want to be tied to culture, but it’s not the only thing that identifies them.” – mediapost.com, may 31 2012

“while less than a quarter of the total hispanic population now describes itself as using english as its dominant language, among those born in the u.s. – a designation that belongs to nine out of ten under the age of 18 – that number rises to 40%, with most of the rest describing themselves as bilingual. an increasingly common language means an increasingly common culture; these young hispanics identify far more with their non-hispanic peers than their predecessors.” – forbes.com, july 18 2012

“american hispanics need media created specifically for them, not imported fare or general market entertainment with token latin characters.” – forbes.com, july 18 2012

“the combination of biculturalism and new technology is leading young latinos to see themselves in new ways and use media to express their identities creatively” – mediapost.com, may 31 2012

“digital content is going to be where young latinos see themselves represented in an authentic way because they can be the director and the producer of that content.” – mediapost.com, may 31 2012

“hispanics are highly mobile, and thus rely more heavily than other groups on wireless devices for a variety of communication needs, including job searches, connections with family and friends, contact with their children’s schools, conducting business and accessing important government information.” – hispanicinstitute.net, july 2012

"latinos derive a significant amount of self-esteem from smelling, looking and feeling their best and now routinely engage in more refined personal care, such as nail care, lotions and neat trimming, with more frequency than non-Hispanics,” – hispanicretail360.com, april 2011

http://www.hispanicretail360.com

http://www.hispanicretail360.com

october/2012


34

02: hispanic culture spans borders, requiring broader and more accessible communication

hispanics pick up technology as an extension of their highly social culture*:

high tech mobile early adopters hispanic to general market (index)

• nearly as likely to have internet at home 90

• more likely to have smart phones 128

• monthly cell phone spending 115

• no land line phone / only cell 129

social across all platforms hispanic to general market (index)

• calls per day 144

• monthly time in social networks 128

*nielson video census 2012; mobile insight survey: netview 2012, mobile bill panel, nielsen tv panel

october/2012


35


“recent studies reveal that latinos are among the fastest adopters of new technology. some 18 percent of hispanics, compared to 5 percent of non-hispanic whites, use twitter. statistics for facebook, texting...follow similar trends” – aarp, winter 2011

“‘latinos tend to cultivate a robust community and are often in touch with relatives and friends from this country and abroad,’” says cnn and univision commentator maria cardona. ‘using social media is an important way for them to stay connected.’”– aarp, winter 2011

“social media is imperative to reaching the hispanic community. it allows hispanics to easily connect and share information with families in their home countries, playing naturally into hispanics’ cultural affinity toward family connections. family is a priority within our culture, as evidenced by our time spent online and, specifically, on social media sites” – portada-online.com, june 1 2012

“with a culture based on stronger ties to family and friends, it is no surprise that hispanics spend more time on social networks, use more mobile minutes and data a month, with nearly 50 percent more voice calls and text messaging than any other group.” – marketwatch.com july 17 2012

“because they live in a bicultural reality, young latinos are able to be part of even more affinity groups and identity tribes. they can identify with more people within various social networks.” – mediapost.com, may 31 2012

“and though the great plazas have been left behind the cultural impulse has remained, and...it has been amplified by increasingly sophisticated use of mobile technology.” – hispanicinstitute.net, may 2011

http://www.marketwatch.com

http://www.marketwatch.com

october/2012


36

03: the hispanic market has enormous buying power

• hispanics make up 16.3% of the market population (u.s. 2010 census)

• the hispanic population grew over four times faster (43%) than the general population (9.7%) from 2000-2010 (u.s. 2010 census)

• the mean household income of hispanics is $51,540 compared to the mean household income of all races is $67,530 (u.s. 2010 census annual social and economic supplement)

• average hispanic household is 3.53 while the average household size of all races is 2.58 (u.s. 2011 census brief: household & families)

• the median age of the hispanic population is 27.4 years old whereas the median age of the general population is 37.2 years old (u.s 2010 census)

october/2012


37


“hispanic women are an important population to watch as early adopters of the future of shopping...to achieve the american dream of having it all, hispanic women shop more creatively than other demographics, utilizing every savings opportunity to get what their families need at the lowest price.” – ibm, june 26, 2012

“hispanics are adopting new shopping technologies at a faster rate than caucasians...[with] 16 percent of hispanic shoppers using their mobile device to make purchases as compared to 10 percent of caucasians” – marketwatch.com, june 22 2012

“the trend of hispanic early adopters may be attributed to the tremendous buying power of US Hispanics, which is projected to reach $1.3 trillion by 2015—a cumulative increase of around 25 percent”– ucanr.org, jan 25 2012

“brand name alone is not sufficient; the prestige of the brand is further reinforced by its high price. thus, it behooves retailers offering high-priced prestige brands to target those immigrants with higher incomes and ethnic identity. however, if these immigrants drawn to high-priced prestige brands are indeed early adopters as suggested by [46] rogers' (2003) diffusion of innovation model, then a new market of early majority immigrants with lower income might be a secondary target market for retailers.” – journal of consumer marketing, 2010

“the hispanic consumer is looking to build loyalty with brands that properly represents their voices and authentic identity; and that empowers their heritage by effectively embedding their cultural characteristics in how a brand speaks to them.” – forbes.com, may 14 2012

“hispanics are seeking educational status/power. tablets and smart phones announce status as information attainers, rather than mere fashion attainers.” – insight.kellogg.northwestern.edu, april 2010

http://www.hispanictalentdevelopment.com/chl_whitepaper_overview.php

http://www.hispanictalentdevelopment.com/chl_whitepaper_overview.php

october/2012


38


“hispanics are more inclined to build trustworthy relationships with people and companies that take the time to understand who we are and what we represent morally, ethically and culturally.” – forbes.com, may 14 2012

“the growing influence of both mobile and social media further validates the need for a smarter commerce approach that helps retailers attain, understand, and act – in real-time – on deep insights about their customers in order to meet the unique needs of each.” – ibm.com, september 18 2012

“mobile shopping rose while social media sales fell, providing an indication of where us retailers may invest in order to capture the attention and loyalty of the digital consumer.” – ibm.com, july 16 2012

a majority of first-generation hispanics indicate that ethnicity plays either a very or extremely important role in marketing across a variety of categories, including travel and food (58%), apparel and home goods (64%), cpg and grocery (68%), health and medicine (66%), entertainment (65%), and automotive (63%). on all counts, later-generation hispanics find ethnicity less important, with the proportions ranging from 25-38% across these categories. – yahoo insights, march 2012

“in america, hispanic purchasing power is projected to reach as much as $1.3 trillion by 2015, according to research from hispanic business. during the last ten years that rate of growth was more than two times the overall national average. a recent survey released by wsl/strategic retail as part of its how america shops® megatrends report, noted that 75% of hispanic women are using traditional coupons to get the lowest prices and 54% only buy items on sale.” – candace corlett, president, wsl/strategic retail, shoppersitenews.com, 6.20.12

http://www.hispanicbusiness.com/research/hispaniceconomy.asp

http://www.hispanicbusiness.com/research/hispaniceconomy.asp

http://www.forbes.com/business/

http://www.forbes.com/business/

http://www.forbes.com/retail/

http://www.forbes.com/retail/

http://wslstrategicretail.com/uploads/articles/1/detail/4f2c432cdee094.80950971.pdf

http://wslstrategicretail.com/uploads/articles/1/detail/4f2c432cdee094.80950971.pdf

october/2012 1 · october/2012 © 2012 dig dig inc. all rights reserved. 3 section 01: hispanics...

Documents

Transcript of october/2012 1 · october/2012 © 2012 dig dig inc. all rights reserved. 3 section 01: hispanics...